Amplitude calls itself a “product intelligence platform”, which seems to mean it’s selling customer behavior analytics to product managers. They’ve just introduced a customer journey analysis tool that tracks customer behavior on digital products and finds the events with the highest impact on results like dropping out or converting. Useful.
You may recall that the IAB Europe has developed a widely-adopted ad consent framework that lets real-time-bidding comply with GDPR. Well, oopsies – investigators at the Belgian Data Protection Authority, which is the lead regulator for this particular issue, found the framework fails to meet legal requirements. At least, we think they have: I couldn’t find the report anywhere online, maybe because it’s in Dutch or maybe because they just really like privacy.
Rreports of personalization’s death are greatly exaggerated. This exquisitely designed study from MAGNA and IPG Media Lab found different kinds of video ad personalization generated improvements from 5% to 16% in different metrics. Fascinating detail on how subject matter, data type, ad channel, and other variables affect results.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.